FC Bayern and Deutsche Telekom have extended their close partnership by a further seven years until summer 2032, as announced by president Herbert Hainer and CEO Jan-Christian Dreesen alongside Rodrigo Diehl (board member of Deutsche Telekom and managing director of Telekom Deutschland) and Michael Hagspihl (SVP global strategic projects and marketing partnerships at Deutsche Telekom), ahead of Friday’s Bundesliga game against RB Leipzig at the Allianz Arena. The telecommunications company has been the Munich club’s jersey sponsor and main partner since 2002. The new contract term means FC Bayern and Telekom will have been working together for 30 years.
It’s thanks in part to Telekom that “a new era of success began for us,” said Dreesen. “The ‘T’ on our chest symbolises tradition, team spirit and numerous shared titles. This partnership is one of the most enduring in the Bundesliga and a prime example of credibility in professional sport. It has given us stability for over 20 years; we share values such as cooperation, growth and innovative spirit, and we are very much looking forward to continuing to bring these values to life in the future.”
President Hainer added that Bayern is currently marking its 125th anniversary and boasts 410,000 members around the world: “Our club stands for values such as consistency, reliability and loyalty, which are also reflected in its partnerships. Stability is an absolute competitive advantage. Especially in the fast-paced world of professional sport and in today's world, reliable partnerships create the basis for sustainable sporting and economic development. We are heading towards 30 years side by side – that says it all.”
The cooperation focuses in particular on mobile communications and telecommunications technology, digital fan experiences and entertainment, and social responsibility. “The most valuable German brand and the most successful German football club belong together. We are continuing this strong partnership with even greater vigour,” Diehl stated. “The ‘T’ on the jersey stands for Telekom, Tore (goals) and technology. Our collaboration means more to fans than just sponsorship. It creates innovative fan experiences and strengthens the connection between sport and digitalisation.”
Hagspihl further reiterated that Telekom is “proud of our long-standing partnership between equals. Our collaboration has grown for more than 20 years and is more than a classic sponsorship and the ‘T’ on players’ chests. It’s an example of a deep and sustainable partnership between two brands that ideally complement each other. Together, we are setting new trends in the areas of technology, innovation and social engagement.”
Both partners have also agreed to continue supporting each other in joint initiatives promoting diversity, tolerance and social inclusion. Examples include Telekom's ‘No hate speech’ campaign and FC Bayern's ‘Red against Racism’ initiative. Telekom's ‘Inclusion through Sport’ projects will also continue to benefit from the partnership. Hainer welcomed those aspects of the deal in particular: “Together, we can also make a big difference in society. Personally, I think the collaboration on the ‘No hate speech’ clips is important for raising awareness of diversity, tolerance and harmonious coexistence.”
During the Weeks against Racism, the main sponsor also made way on the men’s first team jerseys for the slogan ‘Red against Racism’ for the match against St. Pauli. Telekom is “an important partner – not only on the pitch, but also behind the scenes,” said Dreesen. “They help us advance technologically, whether with fast mobile communications and Wi-Fi, innovative or digital tools that help us deliver an improved fan experience. Together, we are working on innovative projects, for example around the stadium experience with 5G or digital fan offerings. What’s also important to us is that Telekom stands for sustainability and social commitment – values that we share. In short, Telekom is our ideal partner for moving forward together into the future.”
At Friday’s press conference, Hainer and Dreesen looked back on more than 20 years working with Telekom. “I see images from different generations,” said Hainer. “Franck Ribéry and Arjen Robben, Wembley 2013, the sextuple in 2020 – all images that remain in my memory.” You only have to think of the names of all the players who have worn the Telekom logo for FC Bayern, said the president, from Mehmet Scholl, Michael Ballack and Oliver Kahn to Philipp Lahm, Bastian Schweinsteiger and Thomas Müller to Jamal Musiala, Harry Kane and Luis Díaz. “That shows how we have made history together – a history that continues.” Dreesen explained that you always have to look at the issue of development, taking everyone on a little trip back in time to 2002. That was when the Euro was introduced and FC Bayern AG was just being formed, and the Allianz Arena was not yet built. “A new era began at Bayern, a new era of success. A continuity set in, and that is of course due to strong partnerships,” said the CEO.
In addition to its continued significant presence at the Allianz Arena, the partnership will also include activations in youth football and eSports. Naming, advertising and high-end media rights for friendly matches have also been agreed. The partnership with FC Bayern Basketball will also be intensified. Telekom has been providing first-class mobile coverage at the Allianz Arena with high-speed 5G and Wi-Fi since 2020. Further innovative digital offerings will be developed for stadium visitors in the future. Deutsche Telekom has currently achieved the best result in its 30-year history. With a brand value of $85.3 billion, it is the most valuable telecommunications brand in the world and the most valuable corporate brand in Europe.
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